Veterinary sales is a specialized field within healthcare and animal health that combines sales, science, relationship building, and business development. Veterinary sales professionals represent products and services used by veterinarians, veterinary practices, animal hospitals, livestock operations, farms, ranches, and other animal-health organizations.
The industry encompasses much more than pet products. Opportunities can involve veterinary pharmaceuticals, medical devices, diagnostic products, surgical equipment, practice technology, therapeutic products, laboratory services, and other animal-health solutions.
For professionals considering a career in veterinary sales, understanding the industry, customers, products, and career paths can help determine whether the field is a good fit.
For employers, understanding the specialized nature of veterinary sales can help when evaluating candidates and building a successful sales organization.
What Does a Veterinary Sales Representative Do?
The responsibilities of a veterinary sales representative vary depending on the products, customers, territory, and type of animal-health company.
Common responsibilities may include:
- Calling on veterinarians and veterinary practices
- Developing relationships with veterinary professionals
- Educating customers about products and services
- Demonstrating veterinary products and equipment
- Developing new accounts
- Managing existing customer relationships
- Managing an assigned geographic territory
- Meeting sales and revenue objectives
- Providing product training and support
- Attending veterinary conferences and industry events
- Working with internal marketing, clinical, and commercial teams
- Monitoring competitive activity and market opportunities
Some representatives focus primarily on companion-animal practices, while others specialize in livestock, equine, laboratory, pharmaceutical, diagnostic, or other animal-health markets.
Types of Veterinary Sales
Veterinary sales encompasses a wide variety of products and services.
Veterinary Pharmaceuticals
Pharmaceutical sales representatives may represent medications and therapies used to treat or prevent conditions in animals. These professionals may work with veterinarians, veterinary hospitals, clinics, and other animal-health professionals.
Veterinary Medical Devices & Equipment
Veterinary equipment sales can include surgical equipment, monitoring systems, imaging equipment, dental equipment, diagnostic technology, and other products used in veterinary practices. These positions can require strong product knowledge and the ability to explain technical information to veterinary professionals.
Veterinary Diagnostics
Diagnostic sales professionals may represent laboratory testing, diagnostic equipment, tests, and other technologies used to identify and monitor conditions in animals. These positions may involve working with veterinarians, veterinary laboratories, animal hospitals, and other specialized customers.
Veterinary Practice Technology
Technology is becoming increasingly important in veterinary practices. Sales opportunities may include practice-management systems, digital imaging, laboratory technology, communication platforms, and other technology solutions designed to improve practice efficiency and patient care.
Companion Animal Sales
Companion-animal sales focuses primarily on products and services used for dogs, cats, and other household pets. Customers may include small-animal veterinarians, veterinary hospitals, specialty practices, and larger veterinary organizations.
Equine & Large-Animal Sales
Veterinary sales also extends into equine and large-animal markets. Sales professionals may work with veterinarians, horse owners, farms, ranches, livestock operations, and other organizations serving horses and large animals. These territories can be geographically large and may require significant travel.
Who Do Veterinary Sales Representatives Sell To?
Veterinary sales professionals may work with:
- Veterinarians
- Veterinary practice owners
- Veterinary hospital administrators
- Veterinary technicians
- Practice managers
- Veterinary specialists
- Veterinary hospitals
- Animal hospitals
- Veterinary laboratories
- Farms and ranches
- Livestock operations
- Equine organizations
- Animal-health companies
- Other animal-care organizations
Understanding the customer’s role is important because the person using a product may not always be the person making the purchasing decision.
For example, a veterinarian may evaluate the clinical value of a product while a practice owner or manager may also consider cost, efficiency, inventory, and business performance.
What Skills Are Important in Veterinary Sales?
Veterinary sales requires a combination of sales ability, communication skills, product knowledge, and an understanding of animal health.
Communication
Representatives need to explain products and technical information clearly to veterinarians and other animal-health professionals.
Relationship Building
Veterinary sales is highly relationship driven. Building trust and credibility can lead to long-term customer relationships.
Scientific Knowledge
Depending on the position, understanding animal science, biology, anatomy, pharmacology, diagnostics, or another scientific discipline can be valuable.
Consultative Selling
Understanding the customer’s needs and recommending appropriate products or solutions is often more effective than simply presenting a product.
Business Development
Representatives need to identify new opportunities, develop accounts, and grow existing business.
Territory Management
Veterinary territories can be geographically large, making organization, planning, scheduling, and time management especially important.
Product Knowledge
Veterinary products can be highly technical. Representatives need to understand what they sell and communicate that information accurately.
Adaptability
Animal-health markets continue to evolve, requiring sales professionals to learn new products, technologies, and customer needs.
How to Get Into Veterinary Sales
There is no single path into veterinary sales.
Many employers prefer candidates with a four-year college degree, particularly for professional sales positions. Depending on the role, an animal science, biology, life sciences, business, or related degree may be beneficial.
Potential backgrounds include:
- Animal science
- Biology
- Life sciences
- Veterinary-related education
- Pharmaceutical sales
- Medical device sales
- Healthcare sales
- B2B sales
- Technical sales
- Business development
A scientific or animal-health background can be especially helpful for positions involving complex clinical products.
However, some companies may consider successful B2B sales professionals who demonstrate strong sales performance and the ability to learn the relevant science and products.
Entry-Level Veterinary Sales
Veterinary sales can be competitive, but professionals may enter the industry through several different routes.
Candidates without direct veterinary sales experience may benefit from experience in:
- B2B sales
- Outside sales
- Pharmaceutical sales
- Medical sales
- Technical sales
- Animal-health environments
- Laboratory environments
- Business development
Candidates should emphasize measurable sales accomplishments, customer relationships, territory growth, awards, rankings, and other evidence of performance.
For candidates with a scientific background, demonstrating an ability to translate technical knowledge into effective customer communication can also be valuable.
Explore Careers in Medical Sales
Veterinary Sales Compensation
Compensation varies depending on the company, product category, territory, experience, and level of the position.
Veterinary sales compensation may include:
- Base salary
- Commission
- Bonuses
- Performance incentives
- Car allowance or mileage reimbursement
- Benefits
- Other compensation programs
Because compensation structures change over time, candidates should evaluate the complete opportunity rather than relying on an outdated industry-wide salary figure.
Consider:
- Base salary
- Commission structure
- Bonus opportunity
- Quota
- Territory potential
- Existing accounts
- Travel requirements
- Benefits
- Career advancement
Veterinary Sales Career Advancement
Veterinary sales can provide several potential career paths.
Successful professionals may advance into:
- Senior Veterinary Sales Representative
- Territory Manager
- Key Account Manager
- Regional Sales Manager
- District Sales Manager
- Business Development Manager
- National Account Manager
- Sales Director
- Vice President of Sales
- Commercial Leadership
- Executive Leadership
Some professionals may also move into marketing, product management, training, business development, or other commercial functions.
Career advancement depends on performance, leadership ability, industry knowledge, company opportunities, and individual career goals.
What Employers Look for in Veterinary Sales Candidates
Animal-health companies may evaluate candidates based on a combination of sales performance, scientific knowledge, industry experience, and relationship-building ability.
Depending on the position, employers may consider:
- Sales performance
- Quota attainment
- Territory growth
- New account development
- Veterinary industry experience
- Animal-health knowledge
- Scientific education
- Product knowledge
- Customer relationships
- Communication skills
- Presentation ability
- Consultative selling skills
- Career progression
- Geographic experience
- Professionalism and organization
The ideal candidate depends on the product, customer base, territory, and sales environment.
Veterinary Sales Territories
One characteristic that can distinguish veterinary sales from other healthcare sales careers is the size of some territories.
Representatives serving rural areas, livestock operations, or equine customers may cover substantial geographic areas and spend considerable time traveling.
Companion-animal and metropolitan territories may be more concentrated, particularly when representatives focus on veterinary practices or specialty hospitals.
Candidates should consider the geographic expectations and travel requirements carefully when evaluating veterinary sales positions.
The Changing Animal Health Industry
Animal health continues to evolve as pet owners, veterinarians, livestock producers, and animal-health organizations seek new products, technologies, and treatment options.
The industry includes companion animals as well as livestock, horses, and other animals, creating a diverse range of markets and customers.
Advances in diagnostics, pharmaceuticals, medical technology, practice management, and veterinary care can create new opportunities for sales professionals who understand both the products and the customers they serve.
Veterinary Sales Job Market
Veterinary sales opportunities can be found with:
- Veterinary pharmaceutical companies
- Animal-health companies
- Veterinary equipment manufacturers
- Diagnostic companies
- Veterinary technology companies
- Veterinary supply companies
- Laboratory organizations
- Emerging animal-health companies
- Established healthcare and life-sciences companies
As new products and technologies enter the animal-health marketplace, companies need sales professionals who can educate customers, develop relationships, and grow their territories.
Veterinary Sales Jobs
Veterinary sales jobs range from territory sales and account management to business development, management, and executive-level opportunities.
When evaluating a veterinary sales position, consider:
- Product or service
- Animal category
- Customer base
- Territory size
- Travel requirements
- Compensation structure
- Quota
- Training
- Management
- Company growth
- Career advancement
The job title alone doesn’t tell the entire story. Understanding the product, customers, territory, compensation, and expectations can help you determine whether an opportunity is a good fit.
Veterinary Sales Recruiting
For employers, recruiting successful veterinary sales professionals requires an understanding of both sales and the animal-health industry.
Global Edge Recruiting has specialized in recruiting sales and marketing professionals for veterinary companies since 1997, including both established organizations and veterinary startups.
Our experience includes recruiting veterinary sales representatives and other professionals within the animal-health marketplace.
Learn More About Global Edge Recruiting
About Global Edge Recruiting
Since 1997, Global Edge Recruiting has specialized in medical and healthcare recruiting, including veterinary, medical device, pharmaceutical, biotechnology, dental, and healthcare sales.
Our goal is to connect qualified professionals with companies where their experience and capabilities can contribute to long-term success.
Explore Medical Sales Careers | Learn More About Global Edge Recruiting
